This introduction to modern marketing shows students how to apply the basic concepts and practices of modern marketing as they are used in a wide variety of settings - in product and service firms, consumer and business markets, profit and nonprofit organizations, domestic and global companies, and small and large businesses. It provides practical real-world examples and applications showing the major decisions that marketing managers face in their efforts to balance the organization's objectives and resources against needs and opportunities in the marketplace. The seventh edition emphasizes a number of marketing themes - delivering superior customer value, satisfaction, and quality; relationship marketing; total marketing quality; and value-delivery systems and adds significant new material on brand quality and brand strategy, including co-branding, multibranding, and packaging and the environment.
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UNDERSTANDING MARKETING AND THE MARKETING MANAGEMENT PROCESS. Marketing in a Changing World: Creating Customer Value and Satisfaction. Strategic Planning and the Marketing Process. The Marketing Environment. ANALYZING MARKETING OPPORTUNITIES. Marketing Research and Information Systems. Consumer Markets and Consumer Buyer Behaviour. Business Markets and Business Buyer Behaviour. SELECTING TARGET MARKETS. Measuring and Forecasting Demand. Market Segmentation, Targeting, and Positioning for Competitive Advantage. DEVELOPING THE MARKETING MIX. Designing Products: Products, Brands, Packaging, and Services. Designing Products: New-Product Development and Life-Cycle Strategies. Pricing Products: Pricing Considerations and Approaches. Pricing Products: Pricing Strategies. Placing Products: Distribution Channels and Logistics Management. Placing Products: Retailing and Wholesaling. Promoting Products: Marketing Communication Strategy. Promoting Products: Advertising, Sales Promotion, and Public Relations. Promoting Products: Personal Selling and Sales Management. DESIGNING MARKETING STRATEGY. Building Customer Relationships Through Satisfaction, Value, and Quality. Creating Competitive Advantage: Competitor Analysis and Competitive Marketing Strategies. EXTENDING MARKETING. The Global Marketplace. Marketing Services, Organizations, Persons, Places, and Ideas. Marketing and Society: Social Responsibility and Marketing Ethics.
Principles of Marketing by Philip Kotler
Used - Very Good
Pearson Education (US)
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